Role sociálních sítí v nákupním rozhodování generace Y při výběru kavárny

The bachelor thesis deals with social networks and their role in purchase decision making of generation Y in selection of cafés. Firstly, the theoretical part describes characteristics of generation Y. The second chapter defines purchase decision making of consumers including the description of the role of social networks in a consumer decision-making process. The third chapter focuses on the coffee industry and factors that consumers consider when selecting a café or re-visiting a café. The practical part contains an online questionnaire survey, which was chosen as a method to achieve set goals of the thesis. The main objective of this work is to evaluate the role of social networks in purchase decision making of generation Y in selection of cafés. The partial goal of this study is to determine factors which are important for customers in selection of cafés. The questionnaire survey, which was filled in by 128 respondents, shows that millennials use social networks in phases of searching for information and recognizing the problem. The most important factor in selection of café for millennials turned out to be an ambience of a café. On the contrary the availability of fair-trade coffee was evaluated as the least significant factor for generation Y.